World Cup Audience Is More Than Core Soccer Audience

Younger generations' interest put soccer and World Cup in likely growth position

NEW YORK, N.Y. - June 11, 2014 - The first matches are only hours away, and over the course of the month-long tournament billions (with a "b") of viewers will look to catch some of the action, whether, on TV, on the radio, via other assorted media or even on-site. But while most of the world is getting ready for the event, here in the U.S. neither the tournament nor soccer itself have reached mainstream acceptance. However, demographics give reason to believe this might change over time, as younger generations of Americans are showing far more interest in the sport and event alike than their older counterparts.

These are some of the results of The Harris Poll® of 2,286 adults surveyed online between May 14 and 19, 2014.

One in ten Americans (10%) says soccer (men's and/or women's) is a sport they follow, putting it on the same ground as men's tennis (with 10% following that as well). This is relatively small when compared to the half of Americans who follow pro football (51%), the nearly four in ten following baseball (37%) or the three in ten who follow men's college football (30%). However, it's worth noting that interest in soccer is stronger among younger generations of Americans (11% Millennials, 16% Gen Xers, 6% Baby Boomers, 5% Matures), which runs inverse to the trend seen for most sports, with older Americans typically more likely to display an interest.

World Cup interest reaches beyond soccer fans

Compared to the 10% of Americans who follow soccer, interest in watching or listening to various stages of the 2014 World Cup specifically is considerably higher, indicating that for some the tournament may be a global event first, a soccer event second. While interest in watching or listening predictably rises through the tournament's progressive stages, even the first round is of interest to two in ten Americans (19%), or double the percentage who follow soccer. By the final match, one-third of Americans (33%) - including over a fourth (27%) of those who don't follow soccer - say they're interested in watching or listening.

Turning again to interest by generation, Millennials and Gen Xers show stronger interest than Baby Boomers and Matures throughout the tournament, ranging from over one-fourth of the younger generations (27% each vs. 11% Baby Boomers, 8% Matures) interested in watching or listening to the first round to roughly four in ten (42% Millennials, 39% Gen Xers) showing interest in the final match.

Interest is stronger still among Hispanic Americans, with roughly half showing an interest in the quarterfinals (47%), semifinals/third place match (49%) and final match (51%).

The social drive

Social factors play a considerable role in experiencing the World Cup, particularly among certain segments of the population. When asked which factors (of a series) would influence them to watch the event, a combined third (34%) pointed to at least one of a variety of social influences (such as friends or a significant other wanting to watch), putting it on even footing with supporting Team USA (35%).

Among Millennials social factors play even more prominently, with 45% saying such factors would likely influence them to watch; supporting Team USA was only likely to influence a third of Millennials (33%). Additionally, half of Millennials say that watching World Cup matches is more fun to do with family and/or friends (49%) and over four in ten (43%) say it's more fun to do with other fans, even if they're strangers.

Even among those who don't follow soccer, a third point to social factors as likely influencers of viewership (32%) and say that watching World Cup matches is more fun to do with family and/or friends (33%).

"How interested are you in watching or listening to each stage of the upcoming 2014 World Cup, to be held in Brazil from June 12-July 13?"

Base: U.S. adults

Total

Generation

Ethnicity

Follow Soccer

Millennials (18-36)

Gen Xers (37-48)

Baby Boomers (49-67)

Matures (68+)

White

Black

Hispanic

Yes

No

%

%

%

%

%

%

%

%

%

%

Final match

33

42

39

26

22

28

39

51

92

27

Semifinals and/or Third Place Match

29

37

35

22

16

24

31

49

92

22

Quarterfinals

26

36

33

18

12

21

31

47

88

19

Round of 16

21

28

29

14

10

17

26

37

83

14

1st Round (all 32 teams)

19

27

27

11

8

15

21

36

81

13

TABLE 3

FACTORS WHICH WOULD LIKELY INFLUENCE YOU TO WATCH A WORLD CUP MATCH

By Generation, Ethnicity & Follow Soccer (y/n)

"Which of the following factors would likely influence you to watch a 2014 World Cup match? Even if you indicated not being interested in watching any stage of the World Cup, please indicate whether any would influence you to watch. Please select all that apply."

Base: U.S. adults

Total

Generation

Ethnicity

Follow Soccer

Millennials (18-36)

Gen Xers (37-48)

Baby Boomers (49-67)

Matures (68+)

White

Black

Hispanic

Yes

No

%

%

%

%

%

%

%

%

%

%

Any (NET)

60

68

64

52

54

57

59

71

97

56

To support Team USA

35

33

39

33

40

34

37

41

74

31

Social Factors (Sub-NET)

34

45

36

26

23

33

26

43

50

32

Because a friend or friends want to watch it

17

24

16

12

12

17

8

27

23

16

Because my significant other wants to watch it

16

24

16

12

11

16

9

23

18

16

Because I've been invited to someone's home to watch a match

15

20

15

12

9

14

13

23

28

13

Because my family wants to watch it

14

21

15

9

10

13

8

23

26

13

Because it's on where I am at the time

16

20

16

17

8

16

17

19

25

16

To know what's happening in the tournament

16

21

17

11

11

14

11

29

53

11

To support another national team

8

13

10

5

4

5

8

22

36

5

To support a favorite player

7

11

9

4

1

5

9

14

33

4

Something else

3

3

5

3

2

3

4

3

13

2

None of these

40

32

36

48

46

43

41

29

3

44

Note: Multiple responses allowed

TABLE 4

HOW ANTICIPATE WATCHING EACH STAGE

Summary Grid

"Now, thinking about the various stages of the 2014 World Cup tournament, which of the following describes how you anticipate most likely watching each stage?"

Base: U.S. adults who have displayed interest in watching any stage of the 2014 World Cup

1st Round (all 32 teams)

Round of 16

Quarterfinals

Semifinals and/or 3rd Place Match

Final Match

Important matches for Team USA

%

%

%

%

%

%

Anticipate watching this stage (NET)

61

69

75

83

93

86

Watch it "live" on TV as it airs

32

29

36

46

66

55

Watch on whatever's most convenient at the time

15

16

14

12

8

11

Stream (Sub-NET)

9

12

16

15

11

11

Stream from a computer

5

3

6

8

2

4

Stream from a mobile phone

2

2

3

2

4

2

Stream on a TV connected to the Internet

2

3

3

2

2

4

Stream from a Tablet

1

4

4

3

3

2

Watch it "Semi-live" on TV - record it but start watching while it's still airing

5

11

9

10

9

9

I don't anticipate watching at this stage at all

39

31

25

17

7

14

Note: Percentages may not add up exactly to 100% due to rounding

TABLE 5a

WORLD CUP SENTIMENTS

"How strongly do you agree or disagree with the following statements?"

Base: U.S. adults

AGREE(NET)

Strongly agree

Somewhat agree

DISAGREE (NET)

Somewhat disagree

Strongly disagree

Not Applicable

%

%

%

%

%

%

%

Watching World Cup matches is more fun to do with family and/or friends.

38

18

20

33

4

29

29

Watching World Cup matches is more fun to do with other fans, even if they're strangers.

32

11

20

39

7

33

29

I notice the companies which support my favorite team or players.

24

8

16

48

10

38

28

I own merchandise in support of my favorite player or team or league.

18

10

9

53

6

47

28

Wearing team or player merchandise is an important part of watching the World Cup.

17

6

11

53

9

44

31

I will likely look up game/team/player stats on a mobile device (i.e., smartphone, tablet) while watching the World Cup.

17

8

9

53

8

46

30

I like to text with friends or family while watching World Cup matches.

15

6

10

53

7

46

32

I plan on purchasing merchandise in support of my favorite player or team or league.

14

6

8

58

9

49

28

I like posting to social media about the game (e.g., Facebook, Twitter) while I watch World Cup matches.

This Harris Poll was conducted online, in English, within the United States between May 14 and 19, 2014 among 2,286 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, The Harris Poll avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of The Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

The Harris Poll®#56, June 11, 2014

By Larry Shannon-Missal, Manager, Harris Poll Content

About Nielsen & The Harris Poll

On February 3, 2014, Nielsen acquired Harris Interactive and The Harris Poll. Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.